“…The zoo does not allow for this, nor will it ever, in its present form. For theorists and practitioners who seek guidance on what might constitute the ethical use of animals in an ecotourism context, the following first principle is offered as a way forward: This principle builds off previous studies that argue for the inclusion of an ethical imperative in ecotourism (see, for example, Fennell, 2006;Fennell & Malloy, 1995;Karwacki & Boyd, 1995;Smith & Duffy, 2003), and corresponds to the deontological school of ethics, which reasons that what is morally right is that which abides by rules, guidelines, duties or principles independent of the consequences of actions or inactions (Fennell & Malloy, 2007; see also Przeclawski, 1996). In doing one's duty, such as the duty to never tell a lie, we are doing enough.…”